The competitive strategies that a company employs determine the success or failure of an enterprise. The company uses Porters’ generic strategies to wade through the competitive market.Apple uses three generic strategies to compete effectively. The strategies include a broad differentiation strategy, best cost provider, and a focus market strategy. Apple differentiates its products from others in terms of design, unique features such as having its unique operating system, and quality of products (Hamilton amp.Webster, 2012). In addition, the company offers unique online services for its device users. By so doing, the company products are differentiable from others in the market. The uniqueness of the products in both operational experience, durability and support services have a positive impact on the demand for Apple products worldwide, thus edging out close competitors.Apple is concerned about offering products that offer the greatest value for money. The best-cost provider strategy ensures that Apple customers pay higher prices for high-quality products and after-sales services. Apple specializes in the manufacture of high-quality products that are feature-rich, and coincide with customers’ expectations. The company manufactures gadgets that appeal to a specific market in both features and price. The premium pricing strategy assists the company is concentrating on a narrower market since the returns are higher in the high price narrow market than a large low-price market. Apple’s strategy aims at maximizing profits rather than having a wider market share.As noted above, Apple is more concerned with profits as opposed to a wider market share. The company specializes in a small focus market that is mainly comprised of high-income earners. The company endeavors to provide the market with the best products and services to lock them in to become loyal customers.